Beyoncé Unveiled As New Face Of H&M, With Summer Song To Come

Remember those Caribbean pictures of the singer with her daughter Blue Ivy that emerged in January? Well, Beyonce was actually filming the fashion shoot for the new campaign unveiled today.

Clearly a woman of many emotional hues, the 31-year-old recently released the polarizing album teaser “Bow Down/I Been On,” and is now seen in summer shots wearing a cream shirt and patterned shorts on a tropical beach.

This is only the first image from Beyoncé’s H&M campaign and an extensive roll out is expected.

To accompany today’s announcement, the mother-of-one has also recorded a new song entitled “Standing on the Sun,” which will rotate in television adverts and become available online in May.

“I’ve always liked H&M’s focus on fun and affordable fashion,” Beyoncé said. “I really loved the concept we collaborated on to explore the different emotions of women represented by the four elements — fire, water, earth and wind.”

She added, “It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial.”

Beyoncé will shortly begin her “The Mrs. Carter Show World Tour” in Belgrade, Serbia on April 15. The Houston native will cover 42 countries before finishing on August 5 at Brooklyn’s Barclays Center where husband Jay-Z will likely make an on-stage appearance.

The multi-Grammy award winning artist is also headlining at the UK’s V festival along with Kings of Leon this August, while the UK leg of her tour recently sold out in 12 minutes.

The H&M summer collection will be available online and in high street stores from May. Do you think Beyoncé’s a good fit for the fashion brand?